LEGO Ambassador Archive

As Adult or Teenage Fans of LEGO, you bring an important perspective to the LEGO Group. We respect your creativity and passion for the LEGO brand.

Since December 2008, we have done quarterly online surveys to learn more about the needs and wishes of global AFOL (defined as ages 20+) and TFOL (defined as ages 13-19) communities. For your information, we have listed the key findings from the latest survey in November 2009 below. Now we ask you to take the survey again. It include some of the same questions, but also a set of new questions for you.

Please take a few moments to complete this short online survey to let us know your opinion about the LEGO Group.

You might notice that the link refers to the LEGO Kids Inner Circle; this is because Satmetrix, which hosts that site, is also supporting our efforts to track AFOL/TFOL opinions. Rest assured that this survey is for AFOLs and TFOLs only.

Here are some of the key findings from the November 2009 survey:

- The survey was completed by 3.800 AFOLs and TFOLs. 30% of respondents were TFOLs, 70% was AFOLs. When asked about likeliness to recommend LEGO products and services to friends and family, AFOLs are (consistent with the previous surveys) more likely to recommend than TFOLs. When asked what the LEGO Group can do to improve willingness to recommend, most frequent answers center around request for adult/teen oriented products, re-release of classic sets and better pricing.

- In this survey we asked some questions specifically about LEGO Architecture. It was interesting for us to find out that 91% of the respondents are aware of LEGO Architecture. There was given as the most important reasons to purchase a LEGO Architecture set:

I liked the building (53%)

I like the way the product looks when it is built (44%)

I just saw it and wanted it (40%)

- We also asked about AFOL and TFOL experiences with different LEGO Group touchpoints. A touchpoint is what we call places where consumers are in direct contact with the LEGO Group e.g. LEGO Stores, Consumer Service or LEGO.com. The touch points which received the highest rating by you was LEGO Stores and Consumer Service. The ones that received the lowest rating was LEGO.com (excluding S@H) and the Community Team. We will investigate the reasons for the lower ratings further as we certainly want to improve!

The LEGO Group has teamed up with design-led Japanese retail company MUJI to offer a new product concept combining bricks and paper crafts.

BILLUND, DENMARK NOVEMBER 2009 - LEGO® MUJI explores new ways of being creative by combining the well-known LEGO brick with paper through the use of the new LEGO System paper puncher.

The product line brings together the worlds of The LEGO Group and MUJI in a unique and enriching new experience. There are 4 sets in the LEGO MUJI series, each with more than 100 LEGO bricks and an assortment of paper

The sets all have different themes, and include LEGO bricks, paper and inspirational materials. The themes are Christmas, fairytales, transparent bricks and paper as well as a more open-ended concept. In addition, the specialized LEGO System puncher and five different paper packages will also be made available.

The sets, which were pre-viewed at the Design Tide Exhibition in Tokyo in October, will be released for sale in Japan on 26 November. The launch will constitute a live test in the market with limited quantities available for sale across 40 MUJI stores and the MUJI online store.

With this exciting new LEGO category, the LEGO Group is exploring new ways of playing and engaging with the LEGO brick, as well as new ways of doing business outside the traditional toy industry and retail. This is done by stimulating entrepreneurial culture through collaborative business projects with internal and external entrepreneurs interested in basing their business on an open LEGO platform.

As Adult or Teenage Fans of LEGO, you bring an important perspective to the LEGO Group. We respect your creativity and passion for the LEGO brand.

Since December 2008, we have done quarterly online surveys to learn more about the needs and wishes of global AFOL (defined as ages 20+) and TFOL (defined as ages 13-19) communities. For your information, we have listed the key findings from the latest survey in July 2009 below. Now we ask you to take the survey again. It include some of the same questions, but also a set of new questions for you.

Please take a few moments to complete this short online survey to let us know your opinion about the LEGO Group.

You might notice that the link refers to the LEGO Kids Inner Circle; this is because Satmetrix, which hosts that site, is also supporting our efforts to track AFOL/TFOL opinions. Rest assured that this survey is for AFOLâ€™s and TFOLs only.

During the month of August we've done a survey on Classic-Pirates.com in which you, our members, could share your wishes for the future of LEGO pirates. Although we've received sad news in the mean time of the discontinuation of the current Pirates line, our report was not a waste of time if you take into account the time it takes to develop a new LEGO set (= around one year).

For those interested, I'm sharing the full report as it was send to LEGO in the beginning of September 2009. This report is based on your inputs that have been sorted in order of importance based on the number of requests for each idea.

Today the burden to bring you sad news rests upon my shoulders. The LEGO Ambassadors have been informed that LEGO Pirates theme will be discontinued by mid 2010. We were told that the new Pirates line wasn't designed to be an ongoing theme this time, so it's only going to be on the shelves until second half next year by when it will disappear. This means there's not a new line designed for LEGO Pirates for 2010. There is some hope that LEGO Pirates might be back one day because the theme did sell rather well.

Share your thoughts and feeling about this sad news in our forum. Your feedback will be relayed to the LEGO Community team by your Classic-Pirates.com ambassador.

Bonaparte, Ambassador Classic-Pirates.com

Update from Steve Witt (LEGO Community team):

Just so you know, Pirates isn't gone its on hiatus like every other line that isn't one of our primary themes: CASTLE, SPACE, and CITY

Pirates isn't going away, its just not going to be a constant theme. Its going to phase in and out just like every other theme that isn't one of those three. Everyone is freaking out just a bit too much on this one and I just wanted to reassure you guys that pirates isn't disappearing. Just taking a break

Right, here's your chance! Tell The LEGO® Group what you'd like to see in the next wave of Pirates. Thanks to Bonaparte, our fantastic LEGO Ambassador, this is an amazing opportunity have your requests passed onto the company that produces our favourite construction hobby. Don't pass it up!

From time to time, The LEGO® Group is requesting AFOL Communities to answer an online questionnaire. This way they keep track on improvements and learn more about the community to work better together. Please take a few moments to fill the questionnaire.